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Sealy to update flagship Posturepedic line with new Hybrid Series

 The Hybrid Series is positioned at the top of the new Sealy Posturepedic line, debuting in Las Vegas later this month.The Hybrid Series is positioned at the top of the new Sealy Posturepedic line, debuting in Las Vegas later this month.

ARCHDALE, N.C. — Sealy is aiming to take leadership in the emerging hybrid bedding arena with its Sealy Posturepedic Hybrid Series, retailing at the top end of the producer's new flagship Posturepedic line.

The line, set to be introduced at the Las Vegas Market later this month, features three mattress lines, two of which incorporate gel models.

Sealy is positioning the lines as each offering "breakthrough" designs that underscore the company's commitment to support and quality. Retails will range from $599 to $1,799, a new top price point for the Posturepedic line.

Work on the line began almost a year ago. It represents an aggressive effort by Sealy to boost business in the middle of the bedding market, an area hurt by strong sales of promotional and high-end beds.

"For more than 60 years, Sealy Posturepedic has been at the forefront of the latest sleep technologies and our 2013 line is no exception," said Jodi Allen, chief marketing officer at Sealy. "Support remains central to every Posturepedic mattress and the entire line rests on a foundation of quality."

The Hybrid Series, retailing from $1,299 to $1,799, is a MAP (minimum advertised price) offering, a first for Sealy Posturepedic. Sealy officials said that is designed to ensure the integrity of the pricing and products and to provide a level playing field for consumers.

MAP programs set minimum prices for retail advertising purposes.

The Hybrid Series, with a royal blue retail display scheme, features what Sealy calls "a true half-and-half design that delivers the cooling comfort of gel memory foam in the top half and the deep support of titanium alloy springs in the bottom half."

The "half-and-half" message is part of Sealy's campaign to define hybrid bedding for consumers, many of whom like the idea of hybrid beds but don't know what they consist of, officials said.

"Someone has to define hybrid bedding for the industry," said Larry Rogers, Sealy's CEO. "The people who do that first will define the category and lead it."

The top half of the four Hybrid Series beds incorporates OptiCool gel memory foam infused with Outlast material, proven to be 12 times more effective at removing excess heat than standard memory foam or other gel memory foams, according to Sealy. The bottom half of the beds incorporates Sealy's patented titanium alloy Apex HS coils, individually encased to minimize motion transfer between sleepers, the company said.

Sealy says this hybrid design "combines the two best sleep technologies into one luxurious night's sleep."

The middle of the new Posturepedic line is the Gel Series, in a medium blue retail display scheme. It retails from $899 to $1,199. Gel memory foam is featured in each model to promote a cool sleeping surface and to conform to the sleeper's shape and weight. The mattresses are supported by individually encased titanium alloy coils that have a two-tier design to provide conformance at the surface and support underneath it, while minimizing motion transfer, Sealy said.

The Classic Series, retailing from $599 to $799 and backed by sky blue retail display materials, introduces a new coil design, a titanium alloy offering that provides classic comfort, along with the quality support consumers expect from Sealy, the company said.

Standard features across all three lines include the CoreSupport Center, which provides additional support in the center of the mattress for the heaviest part of the body, and the SolidEdge System, designed to create a supportive seating area around the edge of the mattress, Sealy said.

The Posturepedic line, due to begin shipping in March, will be backed by Sealy's largest national advertising spend in the past five years, officials said.

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